In this webinar, we will go into detail about two key aspects of successful content marketing: - Understanding your audience and developing customer personas - Creating an editorial calendar to plan the topics you will cover, the resources you will need, and the publishing channels you will use After explaining the topic and its significance, Top Floor's content marketing experts will describe how we develop personas and create editorial calendars. We'll also give you a link to download the templates we use.

1. +
Persona Development &
Editorial Calendar Creation
February 20, 2014
Twitter: @topfloortech

2. + Presenters:
Cal Fidler
Content Marketing Specialist
Denny Yunk
Director of Marketing
@Cal_Fidler
@dennyyunk
Twitter: @topfloortech

3. + Developing Buyer Personas
What is a persona?
Why are personas important?
What should a persona include?
How do you create a persona?
How many personas do you need?
Challenges in creating personas

4. + Content Marketing Step by Step Guide
Determine
Goals
Create Editorial
Calendar
Understand
your Audience
Select Content
Topics
Create/Collect
Content
Publish Content
Twitter: @topfloortech

5. + Content Marketing Step by Step Guide
Determine
Goals
Create Editorial
Calendar
Understand
your Audience
Select Content
Topics
Create/Collect
Content
Publish Content
Twitter: @topfloortech

6. + Content Marketing Step by Step Guide
Determine
Goals
Create Editorial
Calendar
Understand
your Audience
Select Content
Topics
Create/Collect
Content
Publish Content
Twitter: @topfloortech

7. + What is a persona?
A model of a particular type of person
who will (hopefully) read and interact with
your content marketing which will increase
their chances of
taking some
desired action.
Twitter: @topfloortech

8. + What is a persona?

A model


Based on behaviors, priorities, and goals
Of a particular type of person




Customer
Business partner
Job seeker
Industry expert

Who will (hopefully) read and interact with your
content marketing

Which will increase their chances of taking some
desired action



Making a purchase
Giving you a referral
Applying for a job
Twitter: @topfloortech

9. + Why are personas important?

They force us to gain a better understanding of specific
types of people.

They help us to create compelling, targeted messages
that those people will find valuable.

They clearly define our audiences so that everyone
involved with content marketing shares a common
understanding of the audience(s).
Twitter: @topfloortech

10. + Persona ≠ Market Segment
Persona:
Market segment:
Behavior-based
 Goals
 Influences
 Processes
 Roles
 Responsibilities
Profile-based
 Age
 Gender
 Income
 Geography
 Budget
Twitter: @topfloortech

11. + What should a persona include?

Behaviors
Not:

Priorities
 Demographics

Influences

Responsibilities

Roles

Processes

Opinions

Preferences
 Trivia
 Fluff
Optional:

User story
Twitter: @topfloortech

12. + How do you develop a persona?
Start with assumptions
1.

Maybe even use actual people as representatives of a persona.
Gather input from customer touchpoints
2.

Sales

Customer service

Human resources
3.
Develop a set of interview questions
4.
Interview the best examples of each persona from among
your current customers, partners, and employees.
5.
Revise and refine your personas
6.
Make them available to all stakeholders
7.
Periodically review, update, and add as needed.
Twitter: @topfloortech

13. + How many personas should you have?
 As
many as you need.
 As
few as you can get away with!
 Start

with one or two.
Pick the highest priorities (customers/prospects)
 Add
as needs/opportunities arise.
 Consider
whether existing personas can be split
into multiple, more narrowly-defined personas.
Twitter: @topfloortech

14. + What kinds of personas should I develop?

Buyers

Users

Prospects

Job seekers

Industry influencers

Fans

Service technicians

Dealers/distributors

Media
Twitter: @topfloortech

15. + What kinds of personas should I develop?

Buyers

Users

Prospects

Job seekers

Industry influencers

Fans

Service technicians

Salespeople

Media
• Technical
• Economic
• New
• Experienced
• Those that know they need your product
• Those that use a competitor’s product
•
•
•
•
Entry-level
Management
Creative
Technical
• Those that like your product
• Those that don’t like your product
• Dealers
• Distributors
Twitter: @topfloortech

16. + Challenges in persona development
 Making
stuff up (false assumptions)
 Getting
out of your head and into your customers’
heads
 Not
specific enough
 Too
many personas
 The
wrong personas

Or the right personas in the wrong order
 Irrelevant
trivia
 Over-thinking
Twitter: @topfloortech

17. + Persona development resources
Twitter: @topfloortech

18. + For further inspiration
 Content Marketing Institute’s “Audience”
 http://contentmarketinginstitute.com/audience/
blog:
 Buyer Persona Institute
 http://www.buyerpersona.com/
 E-book, “The Buyer Persona Manifesto”
 Hubspot
 Library of persona templates

Pardot

Persona development case study
Twitter: @topfloortech

19. + Creating an Editorial Calendar
What is it?
Why is it important?
How do you do it?
Twitter: @topfloortech

20. + Content Marketing Step by Step Guide
Determine
Goals
Create Editorial
Calendar
Understand
your Audience
Select Content
Topics
Create/Collect
Content
Publish Content
Twitter: @topfloortech

21. + Editorial Calendar
Choosing Content Topics
Company News
Industry Trends
Hiring or Staff Changes
Search.Twitter.com
Anniversaries
Buying Cycles
Product Releases
Seasonal Trends
Theme
Events
Tradeshows
Open House Events
FAQ’s
Answer FAQ as your content topics.
National Months
Twitter: @topfloortech

22. + Create Editorial Calendar

Step 1: Plan out Topics for Content
Major Events
Month
Industry or Major Topic
(trade show, relevant holiday,
company news, anniversary,
etc.)
Planned Campaigns
(Sales or Marketing
Campaigns)
Suggested Campaigns
January
February
March
April
May
June
July
August
September
October
November
December
Twitter: @topfloortech

23. + Content Marketing Step by Step Guide
Determine
Goals
Create Editorial
Calendar
Understand
your Audience
Select Content
Topics
Create/Collect
Content
Publish Content
Twitter: @topfloortech

24. + Creating Editorial Calendar
Step 1: Fill In Content Bank
EXAMPLE- Topic: National Heart Disease Month
Content Bank
Blog Post about affects of Heart Disease on Women
Photo of women who are survivors of heart diseases
Top 10 article on reasons women should check their heart health
Infographic on effects of heart disease on Women
#Nationalheartmonth #gored
• List all content that is relevant to your topic.
Twitter: @topfloortech

25. +
Creating Editorial Calendar
Step 2: Define Your Posts
Campaign
Date of
Type
Campaign
Blog Post
2/28/2014
Topic
Due Date
Women who have
survived Heart
attacks
2/27/14
Campaign
Persona
Responsible
Promotion
Targeting
None
HR
Twitter: @topfloortech
Women
Executives

26. + Creating Editorial Calendar
Step 3: Create Posts
FACEBOOK
TWITTER
LINKEDIN
Google+
EMAIL NEWSLETTER
Photo: Check out Photo: Check out Photo: Check out
Photo: Check out
these women who these women who these women who
these women
have survived hearthave survived hearthave survived heart
who have
Link to the photo in
attacks.
attacks. #gored
attacks.
survived heart your email newsletter
attacks. Link to
that month
Link to your
Link to your
Link to your
your website
website
website
website
BLOG POST YOUTUBE Pinterest
X
X
Twitter: @topfloortech
Photo: Check
out these
women who
have survived
heart attacks.
Link to your
website

27. + Thank you!
Twitter: @topfloortech

28. + Our document templates
Click the following link to download our
document templates from a Dropbox folder:
https://www.dropbox.com/sh/foguhk1g9se8mu6/
2lTpq3hdfk
Twitter: @topfloortech

29. + Upcoming events
Date
Topic
Location
March 27
Social Media: Engaging your
customers and accelerating
your marketing
BBB Community Room,
10015 W. Greenfield Ave.
April
Writing web content for
customers and search engines
TBD
May
The 9 Ps of a winning brand
TBD
June
Google Analytics: Measuring
what matters
TBD
www.topfloortech.com/seminars
Twitter: @topfloortech

30. + Contact
Top Floor Technologies
www.topfloortech.com
2725 S. Moorland Rd., New Berlin, WI 53151
888.947.4400